2021 Winner

Even when aware of 30 km/h school zone speed limits intended to keep kids safe, most drivers choose not to respect them. In fact, many feel there’s no risk in driving 10 to 40 km/h over the speed limit in these zones – with potentially horrifying consequences.

To get drivers to slow down, the Société de l’assurance automobile du Québec partnered with lg2 on developing backpacks that displayed drivers’ speed in real time. Worn by children – drivers’ potential victims – the backpacks fulfilled the same purpose as traditional radar speed signs, while carrying a much more powerful message.

The campaign earned four million impressions and Quebec’s provincial police force tracked reduced traffic speeds in school areas. Now, it’s advocating to have radar bags in every Quebec elementary school by the fall of 2021.

Credits

Patrice Letendre and Anne Marcoux - Clients - Société de l’assurance automobile du Québec
Luc Du Sault - Vice-President and Creative director - lg2
Nicolas Boisvert - Writer - lg2
Camille Gagnon - Art director - lg2
Alexandra Laverdière - Strategy -lg2
Alexandra Laverdière and Camille Savard - Account manager - lg2
Isabelle Fonta - Producer - lg2
Olivier Labonté-Lemoyne - Director - BLVD-MTL
Ariane Rondeau - Producer - BLVD-MTL
Mathieu Elie and Yan Clément - Director of photography
BLVD-MTL - Post-production
Olivier Rivard - Sound engineering - BLVD-MTL
Touché! - Media